Search Engine Optimization is not only about driving traffic to your website anymore; it has also become an essential tool for improving your overall customer experience.
Google is getting smarter every day, and its algorithms aim at providing users with the best possible journey, which very often leads to the outcome desired by you – sales.
How does it work, you may ask? How can SEO contribute to an effective customer journey?
SEO helps to fulfill the user’s needs
Google wants its users to find exactly what they need; that’s why its algorithms evaluate the relevancy and usability of your website. With a properly-optimized content, you will be able to rank high whenever a user is looking for something that you may be offering. You need to consider every stage of their journey and make sure that you provide them with all the necessary information. Remember the last time you were searching for an answer to your problem.
A potential customer needs to know what – make sure they can find all the relevant info about your products or services, such as main features, benefits, or uses. Then, you should help them while they are considering why – testimonials may be convincing, as well as detailed product guides and comparisons. To help them make a decision, be sure to include deals, prices, buying guides, and reviews. Last but not least, your customer has to know that they won’t be left alone after purchase, so provide them with user guides, a FAQs section, and support details.
By doing all that, you will provide your customers with a full, satisfying experience and appear as a relevant, helpful page to Google.
SEO will make you mobile-friendly
SEO experts from Pro Rank Tracker highlight the importance of having a fast and user-friendly mobile version of your website. It has become a crucial factor for Google algorithms, as more and more people browse the web on their mobile devices these days.
Very often, they do it while commuting, queueing, waiting in line for a doctor’s appointment, or trying to kill off some time during a lecture or a boring meeting. They won’t stay on a website that takes forever to load or is hard to read on a smartphone. You shouldn’t ignore it, considering that around half of all Google searches are done from mobile devices.
SEO helps you get to know users
Thorough research can help you understand your potential customers better, know their problems and needs. If you look at an industry forum from time to time, you will be able to provide people with content that matters to them. Cover topics that they talk about and answer their questions.
Long-tail keyword research will help you get to those who may be genuinely interested in your products or services. Know how users get to you, what is their average path to your website – it will allow you to attract more people and convince them to stay with you.
Interlinking helps a user to stay informed and interested
Link building is a big part of every SEO strategy, and Google knows what it’s doing. It’s not only about external links and building your authority, but thanks to internal link building, you are able to guide users through your websites and help them discover content that they wouldn’t be able to find on their own. If you have similar articles or texts covering the same niche/problems/aspect, but from different perspectives, you may consider suggesting your user some further reading.
Keeping them informed will help you create a better, more relevant, and helpful experience and, if it doesn’t convert to sales right away, a lot of users will bear you in mind as a source of useful information. And while they spend more time on your page and click through it, they influence your SEO significantly.
SEO improves your site speed
It has been an important ranking factor for ten years now, and it will only get more strict, not the other way around. It’s equally important for both Google and users. According to Google, slow sites are the most likely to lose traffic.
No one will wait patiently for a page to load these days; a regular user will simply look for answers somewhere else, and it’s as true for mobile devices as it is for desktop versions. To speed up your website, you can compress it along with images, reduce plugins, or change your host server; there are multiple little changes possible to introduce to contribute to the effect.
SEO is key
The right SEO strategy will take a lot of your time and probably finances, but it’s all worth it. The influences of SEO on customer experience discussed in this article are only the tip of the iceberg of the benefits of SEO. It’s a must-have in today’s world, so don’t let yourself be left behind.